In an exciting development for the travel industry, Priceline has unveiled its highly anticipated 2026 “Where to Next?” Travel Trends Report. Announced on October 16, 2025, this comprehensive analysis, based on proprietary booking data and a recent survey, forecasts a significant evolution in traveler behavior for the year ahead. The report indicates a departure from the post-pandemic “revenge travel” era, moving towards a more nuanced approach that blends intentionality with impulse, indulgence, adrenaline, and a strong pull of nostalgia.
The Evolving Landscape of Travel
For 2026, Priceline anticipates a surge in travelers seeking “more exploration, more connection, and more spontaneity.” This represents a sophisticated layering of trends observed in previous years; the desire for meaningful experiences and personal connections hasn’t waned, but it is now being augmented with a willingness to embrace the unexpected and revisit cherished memories. Travelers are planning for an average of 15 leisure days and are prepared to increase their travel budgets by approximately $350, signaling a commitment to deeper, more enriching journeys. The report underscores a growing segment of cost-conscious yet experience-driven travelers who are finding creative ways to maximize their travel investments and enjoy fulfilling getaways.
Key Trends Defining 2026 Journeys
Priceline has identified seven distinct travel behaviors and trends set to shape the way people explore the world in 2026:
* Little Treat Travel: This trend highlights a desire for spontaneous, feel-good getaways that offer a dose of indulgence and immediate gratification. Travelers are prioritizing moments of joy and simple pleasures, making impulse decisions to enjoy rewarding breaks.
* Midwest Quests: The heartland of America is emerging as a significant travel destination, attracting visitors with its blend of authenticity, affordability, and relaxed appeal. From Michigan’s lakeside charm to Nebraska’s vibrant craft brewery scene and historic trails, these quests invite travelers to explore less-trodden paths.
* DéjàView: Nostalgia is a powerful motivator in 2026, with travelers keen on revisiting beloved destinations from their childhood. This trend taps into a deep-seated desire to reconnect with formative experiences and familiar places, turning past memories into present-day itineraries.
* Expedition Beach: Moving beyond passive relaxation, travelers are opting for more adventurous coastal experiences. The focus shifts from quiet days on the sand to adrenaline-fueled activities and exploration, offering a dynamic take on traditional beach vacations.
* Tailgate Tourism: College towns are set to become hubs for a unique form of travel. This trend embraces the festive, communal atmosphere associated with college sports and events, drawing visitors for a spirited and engaging experience.
* Kidfluence: In a significant shift for family travel, children are increasingly influencing destination choices and activity planning. This trend acknowledges the desire to create memorable experiences that cater to younger travelers, ensuring that family trips are led by the interests of the youngest adventurers.
* Dead Zoning: This trend speaks to the growing need to disconnect from the constant demands of digital life. Travelers are seeking remote escapes where they can unplug, recharge, and immerse themselves in nature or quietude, prioritizing mental well-being.
Methodology and Insights
The Priceline “Where to Next?” 2026 Travel Trends Report is grounded in robust data. It combines Priceline’s extensive proprietary search and booking data with insights from a custom U.S.-based traveler survey conducted between August 18 and September 5, 2025. This survey involved 3,006 adults aged 18-79 who had traveled at least 100 miles from home. The research was conducted by Current Forward, a U.S.-based consumer research and brand strategy company.
Looking Ahead
As travelers gear up for 2026, the overarching theme is one of dynamic discovery. The desire to explore, connect, and enjoy new experiences remains paramount, but it’s now infused with a greater appreciation for spontaneity, personal history, and the thrill of adventure. Priceline’s report offers a fascinating glimpse into how travelers are planning their next journeys, highlighting a year that promises to be rich with personalized adventures and meaningful connections.
